Brent Simmons writes about gamification, saying
you could look at this trend and say, “As software gets simpler, it gets dumbed-down — even toddlers can use iPads. Users are now on the mental level of children, and we should design accordingly. What do children like? Games.”
I’ve been thinking about gamification a little for a while now, and I think it’s actually more sinister than that. Look at a website like Stack Overflow. They’ve got it set up with this treadmill of meaningless rewards to keep you engaged in the site, asking and answering question. In addition to increased ad impressions (which is cynical enough, the sole point of a game like Farmville, which has no rewards that I recognize as such), your labor makes the site more valuable: a good “answer site” like Ask Metafilter (which is a cool community, not an exploitative business play) gets very high Google rankings—Stack Exchange clearly want to cash in on that action getting strong Google rankings for their own site, leading to more pageviews, and the circle of life continues. For your efforts you get a gold star. A virtual gold star. But they’ve figured out that points and achievements activate some hindbrain reward center that they cynically play off of.
In my own vocation of translation, there’s been an increasing trend toward uncompensated crowdsourcing (another hot-button word) as an alternative to professional work, and I fully expect to see gamification tactics applied to that as well before long.